How to make faces look to seize the hearts of consumers - how to brand positioning of new products.docVIP

 PAGE \* MERGEFORMAT 9 How to make faces look to seize the hearts of consumers - how to brand positioning of new products Moderator: Awa ‘Yangcheng Evening News’ financial journalists and gentlemen: Sichuan Jin Jian-Nan Li Zhihui, general manager of Wine Sales Co., Ltd. JIANG Xing-Zhou, general manager of Jianlibao Group Sales China’s consumer goods market is in the power of warlords and war from the date of the era. New products, new brand after another. Turn on the TV, reading the newspapers, often there will be a new brand name of jumping into your eyes. In such a rapidly changing market, how to make a new product, in the short term quick to seize the hearts of consumers, brand positioning is particularly important. Come tea parties, two current guests, is a fast moving consumer goods industry, the marketing expert. They have emerged from these two new products, the most active of the wine and beverage industry. ‘Golden Jiannan’ by virtue of a strong master brand influence and appeal, through the ‘gold’, ‘silver’ two series of combination of clever products all include high-middle and low content of under one brand, not only significant savings in marketing costs also achieved a sales volume and the reputation of mutual promotion; ‘Baoguo Qi’ as the summer drink of the most eye-catching new products, through the perfect combination of fruit juices and soft drinks, opening a new ‘fruit steam’ category, and then an ‘explosive’ character and black packaging bottles, will be their target consumer group firmly locked. Clever naming strategy Awa: Now enterprises, often through multi-brand strategy, the high-middle and low or different consumer products group of segments, how do you think of gold, silver and two on the characters coupled with the same brand differentiation? Li Zhihui: Gold Jiannan the name, we heard this, he is definitely doing high-end products, but we take into account China’s actual level of consumption and level. That should be a lot mo